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Marketing issues inMarketing issues inthe Czech Republicthe Czech Republic
Richard Selby
Czech University of Life Sciences, Prague
Orientation: remember the historyOrientation: remember the history
• 50 years of communism, before that….• 5 years of occupation• In any case it’s a young country:
– Czech republic: 15 years– Newly independent: 19 years– Czechoslovakia: 90 years
……..so, have the people changed in any way?
Think about the peopleThink about the people
Because marketing is all about people!
Basics of marketingBasics of marketing
ContentContent
• Marketing• Sales• The ‘P’s of Marketing• The Product Life Cycle• Market Segmentation• Advertising Agencies• Caring for Customers
Marketing and SalesMarketing and Sales
• Definition of Marketing• “Marketing is the identification and profitable
satisfaction of customers’ needs”
• Definition of Sales• “Sales is the last stage in the marketing
process”
Components of MarketingComponents of Marketing
• Identifying the needs• Satisfying them• Making a profit
“Matching the company’s capabilities to the wants of the customer”
The Four ‘P’s of MarketingThe Four ‘P’s of Marketing
• The Product• The Price• Place• Promotion
“Often called the marketing mix”
Some more ‘P’s of MarketingSome more ‘P’s of Marketing
• The Product• The Price• Place• Promotion• People• Planning, and• PROFIT!!!!
Product or ServiceProduct or Service
• The product is usually a tangible product or service, associated with an assessment or beliefs
• The product life cycle• A product strategy• A brand name to differentiate it from other
products offered by the same company or by a competitor
Price Price
• Quantifiable way of measuring the value customers place on a product
• Price can be based on costs, what the market can bear or positioned in relation to the competition
• A pricing strategy• Market entry, maturing and withdrawal prices • Discount price
Place or DistributionPlace or Distribution
• Selling points such as shops, regional centres, headquarters or a warehouse
• Retailer, wholesaler, mail order or the internet• Distribution channels are concerned with
relationships between the producer, the middleman/woman and the customer
“The name for the way in which a product or service gets from its point of origin to its final destination, to the person or the business that uses it”
Promotion Promotion
• Promoting a product or service involves informing and persuading customers to buy
• Having selected the audience there are many ways of reaching the audience through the following media and methods– television, radio, national newspapers,
regional newspapers, local newspapers, through the Internet, mail shots (direct mail), fax shots, email shots, telephone selling and personal selling
The Product Life CycleThe Product Life Cycle
All products & services have a All products & services have a Life CycleLife Cycle
Time
Mar
ket
Rev
enue
s
Introduction Growth Maturity Decline
Early Early adoptersadopters
Early Early majoritymajority
Mass Mass marketmarket LaggardsLaggards
Revenues
Prices
Competition
Fixed-Line TelephonyFixed-Line Telephony
Early adopters
Early majority
Mass market
Laggards
1998 2000 Time 2020Privatisation
Mar
ket
Rev
enue
s
Introduction Growth Maturity Decline?
Market SegmentationMarket Segmentation
(This is where we really need to find out about the people!)
Market SegmentationMarket Segmentation • Every market can be segmented into groups of
potential customers who have similar characteristics. The benefit to the marketer in doing this is that each segment has less variability than the market as a whole
• The most common bases of segmentation are:– Demographic– Socio-economic– Buying patterns– Personality, attitudes, values– Life style
Special considerations about the Special considerations about the Czech peopleCzech people
Are people in the Czech Republic the same as people in our home country?
Find out more at: http://www.geert-hofstede.com
Cultural considerations - HofstedeCultural considerations - Hofstede
Advertising AgenciesAdvertising Agencies
Advertising AgenciesAdvertising Agencies
Advantages
• One-stop shop for advertising, marketing and public relations services
• Usually work with one person, the account representative
• Design and manage a co-ordinated marketing and advertising campaign
• Access to the media on a regular basis
Advertising AgenciesAdvertising Agencies
Disadvantages
• Agencies are very expensive - besides paying for the final product, you are also paying for someone to take over the burden of managing your product
• Agencies generally want long term contracts and will not work on individual projects
Caring for your CustomersCaring for your Customers
ChoiceChoice
Given that there is little difference in
Products
Technology
Prices
What makes the difference?
ChoiceChoice
Customer service
Processes ….
Our relationship with customers
ComplaintsComplaints
In the UK
Dissatisfied customers
ComplaintsComplaints
In the UK
Dissatisfied customers
Complaints
ComplaintsComplaints
In the UK
Dissatisfied customers (100%)
Complaints (4%)
ComplaintsComplaints
In the UK
Dissatisfied customers (100%)
Complaints (4%)
ComplaintsComplaints
In the UK
Dissatisfied customers (100%)
Complaints (4%)
You never get to hear of the 96%!You never get to hear of the 96%!
ComplaintsComplaints
• “We only have about 3 or 4 complaints a month”
• Means we actually have about 100 dissatisfied customers!
Dealing with ComplaintsDealing with Complaints
• Never ignore the customer’s complaints – refer upwards if necessary
• Involve customers and staff in finding solutions
• Failing a solution, explain the issues to the customer – eg: the effect on price
Improving Customer CareImproving Customer Care
• Find out what your customers want• Compare what you offer to what your
competitors offer• Do something extra to attract customers• Keep abreast of product/service development
ReviewReview
• Marketing• Sales• The ‘P’s of Marketing• The Product Life Cycle• Market Segmentation• Advertising Agencies• Caring for Customers
Lost in TranslationLost in Translation
The Spanish translation read:
The Spanish translation read:
“Are you lactating?”
The Spanish translation read:
“Are you lactating?”
In Chinese means………
In Chinese means………
“Eat your fingers off!”
…..and Schweppes Tonic Water became
…..and Schweppes Tonic Water became
Schweppes TOILET Water……..when translated into Italian!
Barcardi’s new product in
Germany was called “Pavian”
Barcardi’s new product in
Germany was called “Pavian”
“Pavien” means “Baboon” in German!
Chevy, Opel and Vauxhall tried to
sell their “Nova” in Spain and S. America…..
Chevy, Opel and Vauxhall tried to
sell their “Nova” in Spain and S. America…..
…..only to find it means
“Won’t go”in Spanish!
……..and now, some advertising!..and now, some advertising!